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All Journal Jurnal Manajemen Terapan dan Keuangan Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Jurnal Manajemen Bisnis Jurnal Ekonomi dan Kewirausahaan JDM (Jurnal Dinamika Manajemen) Ekuitas: Jurnal Pendidikan Ekonomi Media Ekonomi dan Manajemen JAM : Jurnal Aplikasi Manajemen Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo Madura JURNAL EKONOMI AKUNTANSI DAN MANAJEMEN EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis MIX : Jurnal Ilmiah Manajemen IMAGE Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Asia-Pacific Management and Business Application Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri Jurnal Organisasi Dan Manajemen Management and Economics Journal (MEC-J) JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) SENTRALISASI JURNAL MANAJEMEN BISNIS Jurnal Samudra Ekonomi dan Bisnis Kajian Bisnis STIE Widya Wiwaha JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Jurnal Ilmiah Poli Bisnis Value: Jurnal Manajemen dan Akuntansi International Journal of Business Studies Jurnal Informatika Ekonomi Bisnis BASKARA: Journal of Business and Entrepreneurship Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Darma Agung Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Cakrawala Repositori Imwi Equity: Jurnal Ekonomi Jurnal Ecogen Jurnal Manajemen Bisnis dan Keuangan Kontigensi: Jurnal Ilmiah Manajemen Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Amkop Management Accounting Review (AMAR) Jurnal Keuangan dan Bisnis Jurnal Informatika Ekonomi Bisnis Ekuitas Jurnal Pnedidikan Ekonomi JER Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka) Jurnal Dinamika Manajemen
Endy Gunanto Marsasi
Universitas Islam Indonesia
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Public Health Social Sciences Other

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THE EFFECT OF BRAND ATTACHMENT, BRAND EXPERIENCE, AND SELF-IMAGE CONGRUENCE ON THE PURCHASE INTENTION OF LUXURY BRAND Yuanita, Asih Dewi; Marsasi, Endy Gunanto
Jurnal Ekonomi Bisnis dan Kewirausahaan Vol 11, No 3 (2022): Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK)
Publisher : Fakultas Ekonomi dan Bisnis, UNTAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (254.163 KB) | DOI: 10.26418/jebik.v11i3.57542

Abstract

This study empirically builds a conceptual model that describes the effects of brand attachment, self-image congruence, and brand experience on purchase intention. The focus of this research is to examine the debate over the findings of previous researchers regarding the influence of hedonic motivation and self-image congruence in attachment theory-based models using brand attachment as the central variable. The contribution of this study is to investigate the relationship between hedonic motivation and self-image congruence because, so far, no research has tested the effect of hedonic motivation on self-image congruence. Attachment theory and self-congruity theory are used to solve this problem. The sample selection used a purposive sampling strategy with the characteristics of respondents in Indonesia who had used luxury brands. The number of samples that were successfully collected and tested included 354 respondents. The hypothesis was tested using the Structural Equation Model (SEM) analysis technique. The findings confirm that hedonic motivation and self-image congruence are drivers of brand attachment and increase consumers' purchase intentions.JEL : M30, M31.  ABSTRAKPenelitian ini mencoba mengembangkan model konseptual secara empiris tentang pengaruh brand attachment, self-image congruence, dan brand experience terhadap niat beli. Peneliti menemukan bahwa keterikatan merek dan keselarasan citra diri tidak optimal untuk perusahaan merek mewah, meningkatkan kemungkinan mereka memengaruhi niat beli konsumen merek mewah. Fokus penelitian ini adalah mengkaji perdebatan atas temuan peneliti sebelumnya mengenai pengaruh variabel motivasi hedonis dan keselarasan citra diri pada model berbasis teori keterikatan dan menggunakan keterikatan merek sebagai variabel inti. Penelitian ini juga menggabungkan teori keterikatan dan teori keselarasan diri untuk memecahkan masalah tersebut. Pemilihan sampel menggunakan strategi purposive sampling dengan karakteristik responden Indonesia yang pernah menggunakan merek-merek mewah. Sebanyak 354 dari 375 responden berhasil dikumpulkan dan diuji sampelnya, sekitar 21 kuesioner berisi data yang tidak memenuhi syarat. Pengujian hipotesis akan menggunakan teknik analisis SEM (Structural Equation Model). Temuan mengkonfirmasi bahwa motivasi hedonis dan keselarasan citra diri adalah pendorong keterikatan merek, dan dapat meningkatkan niat beli konsumen.Kata Kunci : keterikatan merek, kesesuaian citra diri, motivasi hedonis, pengalaman merek, niat beli
THE INFLUENCE OF REVISIT INTENTION AND SELF-CONCEPT ON E-WOM BASED ON THEORY OF PLANNED BEHAVIOR Albana, Deasa Nurrhausan; Marsasi, Endy Gunanto
Jurnal Ekonomi Bisnis dan Kewirausahaan Vol 12, No 3 (2023): Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK)
Publisher : Fakultas Ekonomi dan Bisnis, UNTAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/jebik.v12i3.71477

Abstract

This study aims to investigate the influence of revisit intention and self-concept on electronic word-of-mouth (E-WOM) among Gen Z using the Theory of Planned Behavior, particularly Mixue Ice Cream Tea consumers. In this quantitative study, the data was collected using a questionnaire distributed to 250 respondents, and was analyzed using Structural Equation Modeling (SEM). The results show that self-concept positively influences the revisit intention. Revisit intention is positively and significantly influenced by perceived price justice and satisfaction. Perceived price justice is identified as influencing loyalty positively and significantly, while perceived satisfaction influences loyalty positively and significantly. Revisit intention affects loyalty showing a positive and significant relationship, while E-WOM is identified to be positively and significantly influenced by loyalty. The implications of this research are relevant for food and beverage companies to strategize their business strategy to increase consumer confidence so that it will affect E-WOM.JEL: M31, M21, L84.
PENGEMBANGAN PELATIHAN KETERAMPILAN MANAJERIAL BAGI PENGUSAHA KECIL DAN MENENGAH DALAM MENINGKATKAN DAYA SAING BISNIS DI ERA DIGITAL Nugrahanti, Trinandari Prasetya; Marsasi, Endy Gunanto; Semmawi, Ramli; Gusti, Yenni Kurnia; Azizi, Muhammad
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 5 No. 2 (2024): Volume 5 No. 2 Tahun 2024
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v5i2.26389

Abstract

Pengembangan keterampilan manajerial bagi pengusaha kecil dan menengah (UKM) merupakan aspek krusial dalam menghadapi tantangan bisnis di era digital. Artikel ini mengeksplorasi urgensi pelatihan keterampilan manajerial bagi pemilik UKM untuk meningkatkan daya saing bisnis mereka dalam konteks transformasi digital saat ini. Perubahan teknologi dan dinamika pasar yang cepat mendorong perlunya adaptasi dan inovasi dalam mengelola bisnis UKM. Dalam era di mana teknologi informasi dan komunikasi menjadi tulang punggung operasi bisnis, pemahaman tentang manajemen yang efektif menjadi semakin penting. Artikel ini mengungkapkan berbagai strategi dan pendekatan pelatihan yang dapat diterapkan untuk meningkatkan keterampilan manajerial pengusaha UKM. Mulai dari pelatihan langsung hingga sumber daya daring, ada beragam metode yang dapat digunakan untuk memberdayakan pemilik UKM. Pelatihan keterampilan manajerial tidak hanya membantu meningkatkan pemahaman tentang konsep manajemen dasar seperti perencanaan, pengorganisasian, kepemimpinan, dan pengendalian, tetapi juga memperkenalkan konsep-konsep baru yang relevan dengan era digital, seperti e-commerce, pemasaran digital, analisis data, dan manajemen risiko cyber. Dalam konteks ini, artikel ini menyoroti pentingnya kolaborasi antara pemerintah, lembaga pendidikan, dan sektor swasta dalam menyediakan program pelatihan yang sesuai dengan kebutuhan dan tantangan yang dihadapi oleh UKM. Dengan meningkatnya keterampilan manajerial, pengusaha UKM dapat mengoptimalkan operasi bisnis mereka, meningkatkan efisiensi, memperluas jangkauan pasar, dan merespons perubahan pasar dengan lebih adaptif. Dengan demikian, artikel ini menawarkan wawasan yang mendalam tentang perlunya pengembangan keterampilan manajerial bagi pengusaha UKM dalam mempertahankan daya saing bisnis mereka di tengah arus digitalisasi. Melalui pelatihan yang tepat, UKM dapat menjadi agen perubahan yang mampu bersaing secara efektif dalam perekonomian digital yang semakin kompleks.
IMPLEMENTATION OF SERVICE DOMINANT LOGIC (SDL) THEORY AND THE CONCEPT OF CO-CREATION IN ECHOLEF'S SUSTAINABLE PRODUCT INNOVATION Handoyo, Sus; Marsasi, Endy Gunanto
Jurnal Manajemen Terapan dan Keuangan Vol. 14 No. 04 (2025): Jurnal Manajemen Terapan dan Keuangan
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v14i04.51798

Abstract

This study analyzes the transformation of business models in the creative industry through the application of Service-Dominant Logic (SDL) and value co-creation as strategic efforts to strengthen competitiveness and support sustainable product innovation. The research focuses on the development of Echolef, a new division established to build a collaborative ecosystem grounded in creativity, cultural values, and environmental sustainability. Using a descriptive qualitative approach, data were collected through interviews, observations, and documentation to explore the interactions among companies, customers, and creative partners. The findings reveal that value co-creation practices facilitated through open dialogue, information access, transparency, and shared risk management enhance customer participation and enrich the experiential meaning of products. The Business Model Canvas mapping highlights that Echolef’s competitive strength stems from integrating creative design, cultural storytelling, and innovation in eco-friendly materials. SDL further enables a strategic shift from product-centric to service-oriented value creation, emphasizing experiences, interactions, and resource integration among ecosystem actors. Overall, the study confirms that innovation and creativity are essential in developing adaptive and sustainable business models aligned with evolving market dynamics and consumer preferences. In conclusion, the combined SDL and value co-creation approaches effectively strengthen competitiveness by generating relevant, authentic, and future-oriented collaborative value.
Exploring Consumer Emotional Relationships through Brand Experience to Enhance Satisfaction in Fashion: Gender and Age Perspectives Marsasi, Endy Gunanto; Barqiah, Sarah; Nafisyah, Ulin
Jurnal Aplikasi Manajemen Vol. 23 No. 4 (2025)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/

Abstract

The fashion industry faces challenges in building strong emotional relationships with consumers amidst increasingly fierce market competition, especially with differences in preferences based on gender and age. This study aims to explore the influence of brand experience on brand love, brand equity, and brand authenticity, and how these factors affect consumer satisfaction. The theory in this study uses the Relationship Theory approach. This study analyzes the emotional relationship between consumers and brands in the fashion industry. Data were collected through a survey of 419 respondents from Generations Y and Z using purposive sampling, and analyzed using Structural Equation Modeling (SEM). The results of the study indicate that brand experience significantly affects brand love, brand equity, and brand authenticity, but the relationship between brand authenticity and consumer satisfaction is not significant. In contrast, brand love and brand equity show a positive influence on consumer satisfaction. Multigroup analysis shows that women tend to have stronger emotional relationships with brands than men, while older consumers emphasize the importance of brand equity to their satisfaction. This study provides important insights into marketing strategies through brand experience, brand love, and authenticity to increase consumer satisfaction, while filling the literature gap related to the dynamics of consumer emotional relationships with fashion brands from a gender and age perspective.
Implementation Of Marketing Programs In Competitive Strategies In The Television Industry Based On Service Dominant Logic And Value Co-Creation Adawiyah, Robbiah; Marsasi, Endy Gunanto
Amkop Management Accounting Review (AMAR) Vol. 6 No. 1 (2026): January - June
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v6i1.3542

Abstract

Digitization has had a significant impact in the television sector in Indonesia, changing people's media consumption patterns and putting significant pressure on the television industry. This study aims to analyze the marketing and competitive strategies of Nusantara TV, particularly through the development of the "Culture of of Indonesia" program as a form of differentiation and the penerapan Service-Dominant Logic (SDL) and Value Co- Creation. Using a qualitative descriptive method through interviews, observations, and documentation during an internship, the study found that the shift of audiences to digital platforms requires television to produce more relevant and collaborative content. The "Culture of Indonesia" program serves as an instrument of co- creation with audiences and cultural communities to create more authentic, representative, and sustainable service values. The research results indicate that the application of SDL and cultural content differentiation strengthens Nusantara TV's position in facing media competition in the digital era.
Investigation of the Effects of Social Capital on Information/Knowledge-Sharing Behavior that Drives Gen Z Purchase Intentions through Social Commerce Marsasi, Endy Gunanto; Barqiah, Sarah; Gusti, Yenni Kurnia
Media Ekonomi dan Manajemen Vol 39, No 1 (2024): January 2024
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v39i1.4200

Abstract

This study investigates the impact of social capital theory in social networks on consumer decision-making, highlighting the importance of product features and peer preferences. It identifies a research gap in understanding the effects of structural, relational, and cognitive capital, emphasizing the need for further exploration. The study also examines the relationship between information sharing and purchase intention, addressing a previously neglected area. Additionally, it explores how age and gender, influence consumer characteristics. The empirical data collected from 223 respondents who buy consumer goods through social media as part of the millennial generation through an online survey is analyzed using SEM. Results indicate that structural, cognitive, and relational capital influence the exchange of information. The behavior of sharing information indicates that the more people who provide positive information about a consumer goods product, the higher the intention to buy, it is anticipated that the company will increase its promotion on Twitter and Instagram. This is due to the fact that many consumers use the platform in their daily lives and consumers desire to always be willing to share the information they possess. Moreover, younger women are more inclined to share information based on their age and gender characteristics.
Investigating the Causes and Consequences of Brand Attachment of Luxury Fashion Brand: the Role of Gender, Age, and Income Marsasi, Endy Gunanto; Yuanita, Asih Dewi
Media Ekonomi dan Manajemen Vol 38, No 1 (2023): January 2023
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v38i1.3268

Abstract

In recent years, luxury fashion brands have experienced drastic growth. This study examines how hedonic motivation, self-image congruence, brand experience, and brand attachment are interrelated factors driving the purchase intention of industrial luxury fashion brands. Our research aims to construct a consumer behaviour model to complete the hedonic motivation process, which influences brand attachment and is influenced by demographic factors. The research model will fully predict the proposed model to examine the effect of gender, age, and income. The survey was conducted in Indonesia with a sample of 324 respondents. Multiple group analysis SEM (Structural Equation Modelling) was used to test the model across samples. The results reveal substantial consumer behaviour disparities based on respondents' gender, age, and income level. Research findings can aid the luxury brand industry, particularly the fashion industry, in comprehending demographic differences. It is crucial to develop specific marketing strategies to promote luxury brands, influencing consumers' purchase intentions.
Customer Self-Congruity and Brand Image on Purchase Decision: The Role of Gender and Age as Control Variables Marsasi, Endy Gunanto; Rizan, Mohamad; Barqiah, Sarah; Gusti, Yenni Kurnia
Media Ekonomi dan Manajemen Vol 39, No 2 (2024): July 2024
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v39i2.4541

Abstract

The impetus for this research is Generation Z's lack of understanding of social media marketing and brand image in relation to buying local products, because local brands are generally less successful. Self-congruence is new to assess consumer alignment with brands, which ultimately influences purchase decisions. The study's gap focuses on brand image, highlighting challenges consumers face in identifying with brands via social media. This study aims to show the impact of social media marketing on customer self-alignment, brand image, and purchase decision. The research data was collected by distributing questionnaires using a purposive sampling method to 217 gen Z participants who use local skincare and analyzed using SEM. The results show that all hypotheses influence each other by applying the self-expansion theory, where consumers will align themselves with brands from local products so that consumers will expand their self-concept and culminate in purchasing decisions. This study will also examine customer characteristics by gender and age as control variables that can be fully predicted. The findings of this study indicate a difference in gender, where women are more easily attracted to try than men. Younger consumers were found to prefer shopping online rather than physically, in contrast to older consumers.
UTILITY THEORY APPLICATIONS THROUGH THE CONCEPT OF INNOVATION ADOPTION IN THE MARKETING PROGRAM OF FARMERS' DOCTORS ratna, farhan; Marsasi, Endy Gunanto
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 12 No. 1 (2023)
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v12i1.1409

Abstract

PT Central Biotech Indonesia is a company with rolling technology that has a Farmer Doctor Program which aims to be able to get maximum customers by using direct product management and being able to satisfy customers. The farm doctor who will be run is able to attract customers with the quality of the company's products. This research was conducted with the aim of evaluating and assisting companies in promoting products in the marketing department. The method used to analyze this research is qualitative, which is carried out by observing directly, in-depth interviews, collecting documentation, and secondary data carried out at the company. From the research that has been done in marketing the product, it is less effective in maximizing the application of marketing carried out in marketing the company's products. Research conducted in companies can evaluate programs using utility theory with the application of Adopt Innovations which are implemented in conducting communications at PT Central Biotech Indonesia in supporting farmer doctors.
Co-Authors Achmad Aflah Aufa Adawiyah, Robbiah Afaf, Irfan Ajeng, Nova Jelita Desilia Albana, Deasa Nurrhausan Alifia Indah Putri Shaliha Aliya Khoirunnisa Amanda, Tasya Aulia Andaresti, Sherly Indira Anggraini, Melfi Cahya Aulia, Nur Saskia Azizi, Muhammad Barqiah, Sarah Berlian Annisa Hermawan Billy Pratama Candradewi, Yayi cantika kusuma Churina, Muluchah Fatharani Deni Saputra Denovan, Rheza Farrel Dwipradhana, Nanda Ayoe Rizky Fadhilah, Laila Luthfiana Fanti, Fakhira Puteri farhan ratna Fauziah, Salisa Gemilang, Ahcmad Rivai Sinar Haedar, Shafiq Hafiz Jodith Arfansyah Handoyo, Sus Jauhar, Lutfiana Musleh Karimah, Salsa Amirul Lauda Radhea Zain Mohamad Rizan Mufaddhol, Agil Muhammad Taufikkur Rahman Afandi Nafisyah, Ulin Niken Safitri Nova Jelita Desilia Ajeng Nugraha, Raditya Dwi Nurfaizah, Ninda Nurfaizi, M Iqbal Odhyza Prakarsa Razak Panyekar, Anindya Pradana, Ferdika Adhi Putri Andari, Dhea Almyra Qotrunnada, Cielomita Brilian Ramli Semmawi, Ramli ratna, farhan Raudah Rakhmah Yumi Ridha Septia Haruni Usman Rizma, Febrita Aulia Sabina, Azkiya Salis Sarah Barqiah Simanullang, Lusiana Siregar, Ahmad Nazri Solekhah, Amira Alda Arisani Syahban, Khofifah Rahmat Tasya, Athala Insyira Trinandari Prasetya Nugrahanti Ujiati, Nurul Nugraheni Ratna Usman, Ridha Septia Haruni Wiganda, Siska Yandri, Firman Okta Yayi Candradewi Yenni Kurnia Gusti Yuanita, Asih Dewi Yumi, Raudah Rakhmah Zain, Lauda Radhea Zuhdi Syaiful Anhar